Tele2’s AI-powered creative insights that measure the impact of ads on business

In an age where attention is limited and marketing competition is fierce, creative assets are what help us stand out from the crowd.

But one of the biggest challenges marketers face today is measuring the real impact of those assets within our campaigns. That’s because you have to understand the creative, separated out from the platform, budget, product, and any other variables.

Swedish telco Tele2 see advertising as an investment, knowing that boards are more likely to invest in areas where the return (ROI) is more easily understood, and research has shown that effective creative can account for almost 50% of ROI.

They decided to team up with GroupM and Google to build a next-generation marketing mix model (MMM). The goal was to gain a deeper understanding of media effectiveness and the pivotal role of creativity in driving sales — and ultimately ROI.

Malin Tempelman Meincke, Head of Media & Traffic Acquisition at Tele2, wrote an article on the positive outcome of the project on Think With Google. Read it here.